Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Breakfast Cereals in Turkey

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Executive Summary

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TRENDS

In 2017, growing demand for quick and nutritious breakfast alternatives stimulated growth in retail value sales. This trend was mainly supported by increasing urbanisation, which translated into more people seeking more practical and nutritious breakfast options. Additionally, the launch of new breakfast cereals products in the last two years of the review period, such as Nesfit Granola Yulaf & Bal (granola with oat and honey) from Nestlé Gida Sanayii AS in 2016, also fuelled the dynamism. As a result, breakfast cereals registered current retail value growth of 10% value growth in 2017, compared to the review period CAGR of 8%.

COMPETITIVE LANDSCAPE

In 2017, Nestlé Gida Sanayii AS remained the leader and accounted for 50% of retail value sales. The company’s Nesquik brand ranked first in children’s breakfast cereals, while its Nesfit brand led flakes and its Nestlé Muesli brand ranked second in muesli and granola. Nestlé Gida invested in marketing support for its products over the review period. The company promoted its Nesquik brand as a quick and healthy way for children to start the day with a boost of nutrients, and promoted Nesfit as a low-fat and high-fibre breakfast option, targeted at women, especially in the summer and beachwear season, which could help them get into shape.

PROSPECTS

Breakfast cereals is expected to register a retail value CAGR of 2% at constant 2017 prices over the forecast period. This is a better performance in comparison to the flat CAGR of the review period. Higher urbanisation and more hectic lifestyles, which will leave less time to have a full traditional breakfast, are expected to be the main factors that fuel growth in breakfast cereals. The rising availability of products with improved taste and which offer a practical and nutritious breakfast are also predicted to stimulate growth. Women and children are expected to remain the main consumers of breakfast cereals.

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